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Best Campaigns of 2019 Announced in Golden Truck Awards

This year we’re proud to have had the opportunity to work on some incredible campaigns across the globe. We've also been inspired by many of the amazing campaigns created by the top creative agencies. Here's a round up of the best roadshow campaigns in 2019 and our 2019 Golden Truck Award winners.

'Best Multi-Sensory'

The first is the 'Best Multi-Sensory' Golden Truck Award which goes to global experience agency, Imagination who created an epic event for KSA's tourist E-visa scheme.

The event for Saudi Commission for Tourism and National Heritage, was a unique and immersive experience held at a UNESCO World Heritage site.

It consisted of immersive sense pods with augmented reality, sound, smell and temperature features. A culinary journey of typical Saudi dishes set within an immersive 360 environment. An augmented reality experience featuring a virtual bird flying that joined guests in the room, before embarking on a journey around KSA. And an immersive theatre experience brought to life by a cast of 150 actors and musicians.


Our most recent global financial services client recognised the importance of consistency when it comes to internal communications. And, the results they achieved were testimony to that commitment to doing something different.

So, the Golden Truck Award for 'Inclusion' goes to Fidelity International. The roadshow took an engaging message to all of their employees across Europe, irrelevant of level or hierarchy within the business. They were able educate and inspire their workforce, and achieved an impressive 47% positive perception shift in employee's understanding of Fidelity International’s current strategy and the company’s future plans.


How sustainable is this? It's a question being asked more and more across every sector - and the events industry is no different.

The Golden Truck Award for 'Sustainability' goes to HP for their stand at GITEX this year. Showcasing their latest sustainable products, made using materials including recycled plastic and ocean-bound plastics, they also designed a stand that could be recycled. Additionally, HP donated all the chairs and tables from the event to schools.

Being as sustainable as possible is a key area for EMS, and it is great to see how brands are creatively targeting these important issues.


Ice cream and Make-up? We're In! The Golden Truck Award for 'Collaboration' goes to The Magnum Beauty Store. The experience, created by Jack Morton Worldwide for Magnum, was to celebrate the launch of their new Double Raspberry flavour - partnering with Benefit to take guests on the ultimate journey of indulgence.

Not the most obvious pairing, but this inspired collaboration created a pop-up experience in Shanghai that encompassed the 'Release Your Beast' theme. With ice cream personalisation and an immersive 3D environment where guests could show off their professional make up and interact with animals in a photo booth to share on social media.


Google Education at BETT by Wonder

Inspired by a Willy Wonka-style ‘ideas factory’, the Golden Truck Award for 'Education' goes to Wonder and the Google for Education’s stand at Bett Show.

The experience delivered a curious and imaginative space for attendees to explore. With a playful and industrial feel, the stand featured a hands-on teaching area with live classroom sessions, a teaching theatre featuring talks from Googlers, teachers and students. It also had product demos showcasing Google for Education partner software on Chrome devices and two on stand meeting rooms for more private conversations.

'Exhibition Stand Out'

When attending exhibitions, it's important to stand out from the crowd, especially if you are educating on important issues like Brexit and growing businesses by exporting internationally.

The Golden Truck Award for 'Exhibition Stand Out' goes to the Department for International Trade and Bray Leino, using our Exposure Roadshow Truck earlier this year at SPE Offshore Europe. The truck attracted both attention and crowds, with many people impressed with the roadshow concept and information available. The truck continues to tour, providing exporting advice to businesses across the UK.

'Brand Utilisation'

This innovative concept of bringing together products from world-leading technology partners within one truck, has been highly successful across Germany. So, the Golden Truck Award for 'Brand Utilisation' goes to the RS Components roadshow. This truck enables the brand to educate the next generations and grow their business through the networking opportunities it brings.


This campaign by adam&eveDDB for the charity Calm, made people stop, listen and talk - which is why the Golden Truck Award for 'Awareness' goes to Project 84.

Internationally renowned artist Mark Jenkins created 84 individual sculptures to represent the number of men in the UK that take their own lives each week. Each one representing a real life lost, the artist worked with family and friends of men who had taken their own lives.

The sculptures formed an installation where the figures were stood on the edge of a London building, initiating the conversations and actions needed around male suicide. On World Mental Health Day this year, the Government appointed the first UK minister for suicide prevention. Project 84 was a catalyst for this position being created.

'Market Exposure'

With two roadshow trucks operating across the Middle East and Europe, Dräger have maximum visibility across multiple markets. They fully utilise their mobile showrooms, which is why the 'Market Exposure' Golden Truck Award goes to Dräger.

Since launching in 2017, they've gained some great results;

  • 84% of events attended by key customers
  • 99% of visitors feeling that their interest in the Dräger product range increased following the roadshow
  • 100% of visitors rating their perception of the brand as excellent or good following the roadshow experience

'Best Use of Outdoor Space'

'Best Use of Outdoor Space' Golden Truck WinnerWith basketball matches on a full-size court, games to test anything from dribbling to vertical height, graffiti artists and a DJ... the exterior event space of our Exposure roadshow truck was used to its absolute full potential.

So, this year's Golden Truck Award for 'Best Use of Outdoor Space' goes to 160over90 for EuroLeague. The roadshow aimed to inspire a new generation of stars and with over 15,000 visitors interacting with the 7 events across European cities, the tour engaged with new fans, built on the passion of existing fans and challenged them to uncover what it takes to become the next EuroLeague superstar.


With 1.8 million unclaimed meals on rewards cards, Nando's wanted to reach out to their customers and do things differently, and Karmarama delivered. Which is why the Golden Truck Award for 'OOH' goes to their Loyalty campaign.

With billboards across the country, the public were encouraged to hunt for limited edition supersize rewards cards - peel the 3x2m card off the billboard and carry to the nearest Nando's for a free meal with 10 mates. The campaign was aimed at reminding people that you could get a free Nando's by doing something crazy like peeling it off a wall. Or, you could just check the rewards card in your pocket - a great campaign that got people talking both on and offline.

'Best Graphics'

What better way of launching the Golden Quarter to EE’s Call Centre teams than with a 'Christmas themed truck' experience! The Golden Truck Award for 'Best Graphics' goes to DRPG for EE. This roadshow truck turned heads visiting the UK Call Centres as part of a wider staff engagement campaign to launch EE's Christmas & Black Friday propositions.

Congratulations to all of the winners, and a big thank you to all our clients and partners for a great year! We look forward to going in to 2020, EMS' 20th year, working on some new and exciting projects with some of the world's top brands. Get in touch if we can help you hit the road next year!

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